ANALISIS PERILAKU PERPINDAHAN MEREK DARI MEREK MANUFAKTUR KE MEREK RETAIL STUDI PRODUK TISU MEREK RETAIL INDOMARET

DYAH ANGGRAENI KUSUMANINGRUM, Dr. Suci Paramitasari Sahlani, MM.

2015 | Tesis | S2 Manajemen

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This research has purpose to analyze consumer switching behavior from manufacturer brand to retail brand for Indomaret tissue product. The hypothesis on this research consist of five parts. First hypothesis is manufacturer brand loyalty has negative influence on propensity to switch on retail brand. Second hypothesis is manufacturer brand loyalty has negative influence on attitude toward retail brand. Third hypothesis is retail brand loyalty has positive influence on attitude toward retail brand. Fourth hypothesis is retail brand loyalty has negative influence on propensity to switch to retail brand. The fifth hypothesis is attitude toward store brand has positive influence on propensity to switch to retail brand. Total samples used in this research are 220 questionaires. Data collection use purposive sampling method. The questionaire consist of manufacturer brand loyalty, retail brand loyalty, attitude toward retail brand,and propensity to switch to retail brand. The data analyzed by regression from Statistic Program for Special Science (SPSS) 20,0 for windows. The analysis result of first regression show F statistic model 36,200 with significance 0,000(p<0,05) and R² 0,500. Second regression show F statistic model 78,699 with significance 0,000(p<0,05) and R² 0,648. Thirdregression show F statistic model 47,122 with significance 0,000(p<0,05) and R² 0,500. Fourth regression shows F statistic 56,632 with significance 0,000(p<0,05). Fifth regression show F statictic 56,623 with significance 0,000(p<0,05). All of hypothesis are accepted. This model can predict the switching behavior from manufacturer brand to retail brand.

Kata Kunci : loyalitasmerekmanufaktur, loyalitasmerek retail, sikappadamerek retail, kecendrunganmemilihmerek retail